Rural Retail Formats Development Effect Factors Study In Developed Region

Retailing plays a significant role in the rural economics and impacts both the rural economics and daily life of rural residents. According to the general rules of retailing, the diversity and innovation of formats always promises the prosperity of the whole industry. But our rural retailing market presents only few kinds of formats and a low development speed. So how to give birth of more kinds of formats is definitely important to our rural retailing and economics, which is also the main study point of our research.We do our research followed as below:firstly we probe the exact definition of retail format, sum up different opinions and expression about this terminology and address the perspective our study hold, which used2dimensions to classify the retail format of developed rural region. After that, we induce our theory model and select four important factors which are believed could give impaction on domestic rural retailing format development.A questionnaires survey is conducted to prove our effect factor model about domestic rural retailing,which is focus on the rural retailers in Zhejiang Province.118valid samples are collected out of180questionaires we handed out. The data is dealt by SPSS statistical software, descriptive analysis, logistic regression and EFA (Exploratory Factor Analysis) are used to examine the validity of scale and prove our hypotheses.Main conclusion of our research including following aspects:1)Brand cognition, price cognitive, coercive&non-coercive power of suppliers, policy orientation and intensity of competitive all directly affect retailer scales;2) Brand cognition, quality cognitive, non-coercive power of suppliers, policy orientation and intensive of competitive all have direct affects on retailers’structures;3) income is a moderate variable for the relationship of brand cognitive and scale,as well as competitive intensity and structure. Based on these conclusions, we suggest that small-scaled retailers should pay more attention to the dealers who could offer extra advices and helps instead of low price only. But for large-scale players, they could take advantages of their resources to induce consumers to take care of brands. Moreover, they should choose different format strategies according to different background.